The Centre benefits from its proximity to the Newcastle CBD and is strategically positioned in the heart of major employment hubs, with the University of Newcastle located some 1km to the north of the Centre and John Hunter Hospital located approximately 3km to the south the centre. It is adjacent to major bus interchange with regular services to Newcastle CBD and University of Newcastle, and there is easy car access to Newcastle CBD via A15 Newcastle Link Road and Sydney CBD via M1.

There is a significant student base within proximity to the shopping centre with the University of Newcastle’s main campus. A proportion of student retail expenditure is likely to be directed to Jesmond Central.